Bruce Nussbaum notes that while senior executives are busy investing in many aspects of Web 2.0 (63% for web services, 28% for peer-to-peer networks, and 19% for social networks), only 16% are investing in blogs.
Bruce argues, “Managers in general still worry about loss of control with blogs. Letting their employees and consumers into the conversationn and allowing them their say frightens them.”
I think Bruce is definitely correct that managers worry about the loss of control, but I think it’s also true that it’s not always easy to get your employees to blog.
I tried to launch an employee blogging initiative at my company, with senior management blessing, but none of our employees wanted to be bloggers. Even having our VP Sales directly order his people to blog had no effect–I got the distinct sense that a lot of people would rather be fired than blog!
Bloggers have to remember that something that seems as natural as breathing to them still scares the hell out of people–not for the loss of control, but simply because it’s new and different. And for every grandma blogger, there are legions more who don’t.